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Mobile

Accelerated Mobile Pages gain traction globally

By Cheech Foo

Google has announced that AMP, the open source mobile framework initiative it has championed, is being adopted by major search engines in Asia, namely Baidu, Sogou and Yahoo Japan.

Launched in October 2015, AMP aims to significantly improve the mobile user experience by allowing the development of light-weight webpages, using existing web technologies.

Since then, major websites have started to integrate AMP. Global sites include LinkedIn, Eventbrite, Shopify, TripAdvisor and sites such as Fairfax Media, News Ltd and NineMSN in Australia.

At Google’s AMP conference on 7 March, David Besbris, Google’s VP of search and AMP lead, said there are now 1.7 billion AMP pages, with 35 million new pages added per week, across 860,000 domains.

This news is significant for many reasons but the primary reason is: the promise of lightning fast web page load speeds for users.

Page load speed is a large driving factor in the mobile user experience, and is one aspect that AMP is tackling in a big way.

According to Danny Bernstein, Google’s director of product partnerships, “Today, roughly 40 per cent of users abandon an article if it doesn’t load after six seconds.”

By integrating AMP HTML pages, mobile websites are expected load significantly faster, therefore providing an improved user experience.

Recommended next steps

If you currently manage a website that has a presence in Asia, then this update should serve as an encouragement to kick-start the conversation around AMP within your organisation.

You can earn more about how to create AMP pages here.

Cheech Foo is an SEO expert and director of Ignite Search.

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